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How A Pay Per Click Campaign Works

A Pay Per Click campaign is one of the most effective ways to reach users, but it can become a double-edged sword if not used well. When you open Google and do a search, a detail to note are the ads that have a pink background and are in the top positions: here, these are the paid ads of Google ADS.

It is not the users who pay to see these ads but the various companies who want a first place among the results of the American giant. But how to avoid wasting time and money by obtaining an adequate Pay Per Click campaign?

Tips For An Effective Google ADS Campaign

A Google ADS campaign for your product or service is challenging to implement. It is understood that it is recommended to rely on a professional agency to achieve the set goals. Here is everything you need to know about PPC campaigns.

How To Get The Top Spot On Google

Google works like a virtual auction to take first place in searches. The substantial difference is that the economic offer is needed to win the podium, having to add a rigorous quality score that the giant assigns to each ad: the more points you have, the less money you will pay for the corresponding clicks.

What Does The User Want?

A Google ADS campaign becomes optimal once the keywords have been studied and identified. To ensure that you have identified the correct ones, you need to put yourself in the user’s shoes: what word or phrase would you type to find that product or service? Just eliminate the trivial/generic ones and think of all the case variants here.

Being Different From Others

For a user to click on an ad in a few seconds, creating an ad different from those already present is necessary. Stand out becomes the keyword and the basic rules are as follows:

  1. catchy title with up to 25 characters including spaces;
  2. intriguing description with 35 characters, including areas.

Relevance Of The PPC Ad

You mustn’t focus on quantity but relevance. The primary mission of a PPC ad on Google is to visit the website (whether it is for subscribing to the newsletter up to the sale of a product). You pay for traffic, which is why there must be a targeted study: clicks that won’t do any good should be avoided. To do this, exclude all keywords not relevant to the website’s objectives.

Respect The Website

The Pay Per Click campaign targets the website, which has the responsibility of decreasing or increasing the score from Google on quality. The page or advertisements created must have great respect for the structure, sections, categories, and all the keywords that are part of the website. A strategy is essential because the concept turns out to be the same in the ad and on the site, even in the eyes of Google for the scores it has to assign.

What Are The Most Used Platforms For Pay Per Click Advertising?

The leading PPC platforms are:

Google Ads:

Google offers an online advertising service to insert advertising spaces within Google search pages. These ads are displayed above or below the search results and consider the keywords searched by the user. The goal is to show ads relevant to users’ interests, maximizing the investment by companies.

Ads are shown to customers based on their Google searches and other profiling algorithms. Google Ads advertisements are very functional precisely because they show the ad to users who are already actively searching and, therefore, are already projected to conclude the purchase cycle.

Facebook / Instagram Ads:

Facebook and Instagram have a very efficient targeting system: the functionality to identify different characteristics of consumer profiles. In this way, it is possible to show an ad to users with specific social and demographic factors. In addition, pay-per-click campaigns use retargeting, the advertising mechanism that allows you to reach users who have previously shown an interest in a product or company.

In this way, it is possible to “remain present” in the potential customer’s attention in a continuous manner, to finalize the interest or even keep the attention on the brand alive. There are also several smaller PPC platforms, including:

LinkedIn Ads: 

Social media is a network that deals with professional contacts. It does not use keywords as a targeting tool but uses targeting by job roles, company sectors, seniority, etc.


The social of tweets allows you to advertise PPC by sponsoring a tweet, a trending hashtag, or an account.


Ad space can be purchased with PPC mode: advertising banners are placed on the sides or top of the video window.



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